South Korea’s leading alcoholic beverage company HiteJinro is collaborating with Netflix’s global hit series Squid Game Season 3 to launch a limited-edition Chamisul soju set, aiming to bolster its international marketing and further fuel the global “K-soju” trend.
The company announced on June 10 that the special edition product will be released in 18 countries, including the United States, Japan, the United Kingdom, France, Australia, and several Southeast Asian nations.
This marks an expansion from last year’s Season 2 campaign, which saw strong demand in South Korea, Japan, Australia, and Mexico.
The new set features characters and themes from the upcoming season, including a pink-suited guard, an updated “Younghee” doll, and a newly introduced “Cheolsu” doll. HiteJinro’s signature frog mascot, Jinro, also appears dressed in the show’s iconic contestant tracksuit, enhancing the collectible value.
Also included is a revamped “Younghee Game Console,” which went viral during the Season 2 campaign.
The console sparked online challenges and memes, generating over 100 million views across platforms like YouTube and Instagram.
The accompanying shot glass includes a hidden dalgona pattern at the bottom, tying the drinking experience back to the show’s memorable visuals.
HiteJinro will strengthen its connection with global fans by participating as Netflix’s exclusive brand partner at the Squid Game Season 3 global fan event on June 20 in Domino Park, New York. The company will host a booth offering product tastings and limited-edition merchandise giveaways.
“This partnership with a globally recognized pop culture phenomenon enables us to engage directly with international consumers,” said Hwang Jung-ho, Executive Vice President of HiteJinro’s Global Business Division. “We plan to continue offering friendly yet innovative marketing campaigns moving forward.”
Squid Game Season 3 will premiere on June 27. The main cast recently met with over 500 domestic fans at the Squid Game Memorial event in Yongsan, Seoul, on June 9.
